Digiday+ Research: Independent agencies bear the cost of data collection
Agencies normally aren’t shy about passing work costs on to their clients. Yet as more agencies work to gather and store data about internet users, a significant percentage of independent agencies are bearing that cost on their own, according to new Digiday+ research.
In November, Digiday polled several dozen agency and brand professionals on a number of topics, including how they are preparing for returns to the office and what kinds of vaccination policies their employers have. Forty independent agency professionals with knowledge of how their organizations approach data collection answered questions about that practice.
While a significant chunk of independent agencies do not offer this kind of service to clients, among those that do, close to half said they bear the costs themselves, rather than passing it on to clients.
Anecdotally, respondents who said they worked at holding company agencies were much less likely to pass the costs on, but an insufficient number of holding company agency respondents weighed in on the topic.
While agencies have been collecting data about internet users for years, the relationship to that data — and to the third party brokers that provide it — has changed considerably since Google said it would depreciate support for third-party cookies in its Chrome browser.
The data is typically one service among many agencies provided to clients. Two thirds of the independent agency respondents indicated their agencies offered some combination of creative, media and performance marketing services to their clients.
-
‘My title was non-negotiable’: A Q&A with Cathy Hackl, chief metaverse officer at Journey
Hackl's most convincing qualification for the role might be her bona fide connection to metaverse users: she’s the mother of three metaverse-native kids, including a 10-year-old who runs his own Roblox business.
-
‘If we can pave the way’: How OKCupid is using its app and its ads to fight for abortion rights
The online dating platform yesterday sent in-app notifications to all U.S. users encouraging them to donate to Planned Parenthood.
-
Retail brands rush to cover abortion care, but not all of their workers may be covered
What’s not immediately clear from some of these post Roe announcements is how many employees will be covered by these new policies.
-
SponsoredWhy the caliber of content is paramount for advertisers
Agata Brodniewska, brand safety manager, Dailymotion Content is king when attracting consumers but is equally essential when courting advertisers. While both stakeholders want many of the same things, they most notably want relevant content they can count on to deliver an accurate and honest message without confusion or misinformation. This is especially important for advertisers […]
-
Days Inn seeks unique ways to stand out as people return to traveling
Days Inn is introducing a new, limited-edition amenity: a pillow that compliments guests. It's part of a strategy to find unique ways to stand out and help drive brand awareness.
-
‘Clients are being cautious’: Roe vs. Wade overturn has advertisers evaluating ads, pausing spending
Some marketers, agency execs are also reconsidering their blocklists, adding phrases related to the Supreme Court to their lists to stem potential brand safety issues.
